Saloni Mustard criss-crosses West Bengal with bus branding

Agra-headquartered Mahesh Edible Oil Industries, which has three manufacturing units, launched an extensive campaign for its mustard oil brand Saloni in the West Bengal market, highlighting the taste, purity and nutritional value of the product. The campaign was executed on the transit media covering 125 buses (running on city and long-distance routes). Mumbai-based Ecosys OOH had planned and executed the brand’s transit media campaign.

The campaign creative featured the brand ambassadors — national award winning veteran actor Sharmila Tagore and popular Bengalee actress Rachana Banerjee.

On the campaign rollout, Dinesh Rathour, Marketing Director, Saloni Oils, commented “Yet again Ecosys OOH wins hands down with the planning of the campaign. The planning process reminded me of Chanakya Niti of Atra and Sarvatra in media planning. Post the campaign, we have already witnessed 30% upsurge in sales and higher brand recall.”

Manish Chandy, Managing Partner & Client Success Lead, Ecosys OOH, explained, “We at Ecosys OOH ran our planning tool Systemapit to arrive at the most frequented routes and a load factor assessment of transit buses based on smart phone density; layered on travel pattern data and consumer life-cycle on Google APIs and arrived at the routes where the brand needs to be present.”  

Commenting on the outcome of the campaign, Sujit Banerjee, CEO, Ecosys OOH, said, “The agency was thrilled to be partnering Saloni. Technology is changing the way OOH is planned and bought. We are delighted that we are being an active participant in the changing scenario.”